In this feature published in Mi-3, Tech Lead at The Lumery Kevin Nugegoda examines the removal of cookies and, if your MarTech strategy is using the right cookies, your optimisation programs need not suffer. Turns out there is more than one type of cookie on the table.
“The digital marketing community has been up in arms after major tech companies, Apple and Google, announced they are dropping cookies. The moves — touted as helping to create a more privacy-friendly internet — are causing concern among advertisers about revenue impacts and what it means for personalisation and optimisation.”
“But are these changes as bad as they seem? And are personalisation and optimisation really no longer possible? Maybe not.”
“First, we need to understand the types of cookies this affects, and what we still have to work with. As it happens, there is more than one type of cookie on the internet.”
Read the full article below